Native Advertising: Trickery or Technique? An Ethics Project and Debate

Abstract

Sponsored content, in-feed ads, and advertorials are innovative ways to promote brands. However, there are limited resources on how to use these advertising techniques. The Native Advertising project and debate helps students (a) gain knowledge and experience with current advertising practices and (b) engage in deliberation regarding a promotional ethical issue. Students reported that the three-assignment project increased expectations and beliefs about native advertising while decreasing their familiarity with the techniques used by companies. A detailed implementation plan is provided for instructors to use in any class discussing online advertising. Alternative methods for executing the project and learning implications are discussed.